Ezi Nkampani zenza ukuThengela iiBras zeMidlalo ziNcincile

Umxholo

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Iminyaka, uRachel Ardise ebengumntu othanda isibini esinye seLululemon ebaleka iithayithi azinxiba ngokwenkolo. Kwaye umphathi oneminyaka engama-28 wobudlelwane nabathengi uyazi kakuhle ukuba yeyiphi i-sneaker efanelekileyo yokungena kumgama omde ebaleka ukulungiselela iNew York City Marathon-yakhe yokuqala-ngo-Novemba. Kodwa xa kuziwa kwimidlalo yezemidlalo? Akunjengombala omnyama nomhlophe.

“Ndinesakhelo esincinci kodwa ndisindwa yisifuba ngoko ke ukulinganisa kuhlala kuyingxaki xa ukhangela ibra yezemidlalo efanelekileyo,” utshilo. "Zininzi kakhulu iintlobo zeemveliso ezineendlela ezahlukeneyo zokuyila kunye nexabiso lamaxabiso ukuze kube nzima ukufumana indawo efanelekileyo. Ukuba ezam 'zilungile' zihlala kwindawo yokuhlamba iimpahla, ngamanye amaxesha kuyadimaza ukuzilolonga kwaphela." (Eyeleleneyo: Yintoni omawuyazi phambi kokuthenga iBra yezemidlalo, ngokutsho kwaBantu abayilayo)

Ngokuqinisekileyo iArdise ayisiyiyo yodwa. Ngapha koko, phantse omnye kwabahlanu kwabafazi uthi amabele abo ayabathintela ekuthatheni inxaxheba kwimithambo yomzimba, ngokophando olupapashwe kwi Ijenali yokuSebenza koMzimba kunye neMpilo. Uphando lwabasetyhini be-249 bafumanisa ukuba ukungakwazi ukufumana i-bra yezemidlalo efanelekileyo kunye nokuhlazeka ngokuhamba kwebele kwakuyizithintelo ezibini ezinkulu zokuqhawula ukubila. Ngoku, amagama amakhulu anethemba lokutshintsha indlela acinga ngayo ngenkxaso.

Kwangoko kweli hlotyeni, iReebok ikhuphe iPureMove Bra enetekhnoloji yezobuchwephesha ezilungelelanisa ngokusekwe ekusebenzeni kwakho. Ngapha koko, ekuqaleni yayiphuhliswa ukuba isetyenziswe njengesixhobo somzimba seebhulethi kunye ne-NASA spacesuits. Yiba nomfanekiso ngqondweni woku: I-bra inemvakalelo yokuqina ngexesha lokuzilolonga kwe-HIIT kubandakanya i-burpees kunye nokutsiba kwebhokisi, emva koko uphumle xa usenza into ephantsi, njengeyoga okanye iiPilates. (Ngakumbi apha: I-Reebok's PureMove Sports Bra Adapts to Workout yakho ngelixa uyinxibayo) UReebok ukwabelane nophando olunomdla: Iipesenti ezingama-50 zezifundo zabo zovavanyo zifumana iintlungu zebele rhoqo ngelixa uzilolonga-kwaye yintoni embi, uninzi lwabasetyhini lusola xa imidlalo yabo iibras azilingani.

“Abasetyhini bebeyekelelana xa kufikwa kwibhodi yabo yezemidlalo,” utshilo uDanielle Witek, umyili ophezulu weempahla ezintsha eReebok. "Abanye abantu basetyhini babelane ukuba babenxibe imidlalo emininzi, kwaye abanye bavuma ukuthenga ifashoni ephezulu okanye ngexabiso eliphantsi, kodwa emva koko bajongana neziphumo zentlungu, ukungonwabi, okanye inkxaso engeyiyo elandelayo."

IReebok ayisiyiyo inkampani yokuqala ukujikela ingqalelo yabo kwiibras zezemidlalo ukusukela mva nje. Kunyaka ophelileyo, emva kweminyaka emibini yophuhliso, uLululemon wakhupha i-Enlite bra yabo kwi-fanfare. Yenziwe kusetyenziswa ingxelo eluncedo evela kubafazi abayi-1,000 +, ibra ibonisa uyilo olucekeceke, olungenamthungo kunye neekomityi ezakhelweyo ezithomalalisa ukungqamana kweebhubhu zakho phakathi kokubila.

Kulo nyaka le nkampani ithatha inyathelo eliya phambili ngamava oMqhubi wokuSayina oMiselweyo okhokelwa liqela labo lophando kunye nophuhliso, iWhitespace, apho iqala khona kule nyanga, abathengi kwiivenkile ezithile banokutsiba kwisitayile sokunyathela ngaphakathi kwaye bafunde ngeepateni zabo ezizodwa yentshukumo. Sebenzisa iisenzi, I-Lululemon inokulandela umkhondo womzimba womthengi ngamnye, kwaye emva koko ibonelele ngeengcebiso zemveliso ezenziwe ngokwezifiso ukuhambelana neemfuno zabo.

"Ukujonga phambili, iqela leWhitespace liceba ukusebenzisa idatha eqokelelweyo kunye nokuqonda okufumanekayo ukuqhubela phambili ukwazisa kunye nokwenza imveliso yeebra ezizayo ukubonelela ngokwenzela iindwendwe zethu," utshilo uChantelle Murnaghan, umphathi wezinto ezintsha eLululemon. (Eyeleleneyo: uLululemon usandula ukusungula iBra yabo yokuqala yemihla ngemihla-kwaye ivakala ngathi ayinxibanga)

Ezi mveliso ziyazi ukuba ibra yezemidlalo elungileyo inokuba ngumahluko phakathi kokuzilolonga kwaye akukho msebenzi kwaphela. Xa i-Nike ikhupha i-FE / NOM Flyknit Bra phakathi kwe-2017, injongo yabo yayikukuba ekugqibeleni banike abafazi into yokuba bobabini babambe imilo kwaye bahlale bekhululekile-ngexesha lawuphi na umsebenzi.

"Oku kukhulu kune-bra, eneneni," utshilo uJanett Nichol, i-VP yempahla entsha e-Nike kwingxelo yeendaba ngelo xesha. "Imalunga nokwaphula imiqobo abafazi abajongana nayo kwezemidlalo nakubomi."

Umbuzo ngulo: Yintoni elandelayo? Iyaqhubeka into entsha, ngokuqinisekileyo. Ukugxila kwintuthuzelo, ngaphandle kwamathandabuzo. Kwaye ke, ukuphulaphula oko abafazi bafuna ngokwenene. “Sikwixesha lokuxhotyiswa kwabantu basetyhini kwaye kukho indlala yezimvo ezivuyisayo nezixhasa abasetyhini,” utshilo uWitek. "Sinethemba lokubuyisela abafazi umnqweno wokuthatha inxaxheba kuwo nawuphi na umsebenzi abawukhethayo. Wonke umntu kuwo nawuphi na ubungakanani, ukuthatha inxaxheba kuyo nayiphi na inqanaba lomsebenzi, ufanelwe ukuba nemveliso esebenza kakhulu evumela ukuba bahambe ngendlela yabo ekhethekileyo. "

Ngokubhekisele ku-Ardise, ekugqibeleni usifumene isitayile se-Under Armor esimxhasa ngayo yonke into ukusuka ngolwesiBini wangaphambi kokusebenza u-5K ukuya kugqatso olude lwangoMgqibelo. (Wade wayithenga ngemibala emithandathu eyahlukeneyo).

"Ndenze zonke iintlobo zohlalutyo lokuqhuba ukuqinisekisa ukuba ndinesihlangu esifanelekileyo sokubaleka, kutheni le nto ibra yezemidlalo ingafani?" Uyabuza. "Ndiziva ndinethamsanqa ukufumana enye ingena kwaye iziva ilungile kum."

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